Anheuser-Busch Support For Education vs. Restrictions

1. Anheuser-BuschSupport For Education vs. Restrictions January 27, 2009 Revised March 19, 2009 Revised April 20, 2009 Prepared by: Francesca Kulzer, Research Assistant

2. Survey Methodology This Support For Education vs. Restrictions survey was conducted online within the United States by Harris Interactive on behalf of Anheuser-Busch between January 9 – 13, 2009 among 2,194 U.S. adults aged 21 and over. Results were weighted as needed for age, sex, race/ethnicity, education, region and household income. Propensity score weighting was also used to adjust for respondents’ propensity to be online. All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with non-response, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words “margin of error” as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal. Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the U.S. adult population aged 21 and over. Because the sample is based on those who agreed to be invited to participate in the Harris Interactive online research panel, no estimates of theoretical sampling error can be calculated. The next several slides depict the results for each question in terms of all respondents. Questions in which there are significant differences within key subgroups include a graphical representation of that subgroup’s data on the slide as well. Significant differences at the 95% confidence level are highlighted by a circle around the percentage. 2

3. Opinions Regarding Alcohol Policies and Programs

4. Respondents overwhelmingly support better education about alcohol and stricter punishment of offenders (79%) over raising taxes and limiting advertising of alcohol beverages (12%). • While alcohol drinkers and non-drinkers supported education and stricter punishment (82% and 71%, respectively), the percentage of drinkers who advocated raising taxes and limiting advertising was significantly lower than non-drinkers (9% vs. 22%). • Similarly, respondents aware of any slogans and those not aware of any slogans favored education over restrictions (81% and 68%, respectively). However, respondents who were aware of any slogans were significantly more likely to favor education than those who were not aware. 4

5. Support for Education vs. RestrictionsAll Respondents Base: All respondents Q3415 Which one of the following two options would you favor most in order to reduce drunk driving and underage drinking? (n=2,194)

6. Support for Education vs. Restrictions Aware of any slogan vs. Not aware of any slogan Total Drinkers vs. Non-drinkers Q3415 Which one of the following two options would you favor most in order to reduce drunk driving and underage drinking? (n=2,194) Slogans listed: “Thanks For Drinking Responsibly”, “Know When To Say When”, “Responsibility Matters”, “We All Make A Difference”, “Family Talk About Drinking”, and “Prevent. Don’t Provide”

7. Favor/Oppose Statements, Policies, and Programs Regarding Alcohol • Similar to 2007 findings… • Respondents generally were opposed to restriction-based statements, policies and programs, including those advocating a ban on alcohol advertisements and the prohibition of the sale of alcohol. • Statements, policies, and programs promoting education regarding responsible alcohol use or those advocating stricter punishment were favored by a large majority of the respondents, with most of these items being favored by at least 90% of respondents. • Significant differences on a number of issues were seen when comparing drinkers and non-drinkers as well as those aware of any slogans and those not aware of any slogan. 7

8. Percentage of Americans Supporting…(All Respondents) Q3410 The following are statements, policies, or programs regarding alcohol. How strongly do you favor or oppose each of the items listed? (n=2,194)

9. Percentage of Americans Supporting…(Have Child In Household) Q3410 The following are statements, policies, or programs regarding alcohol. How strongly do you favor or oppose each of the items listed? (n=685)

10. Percentage of Americans Supporting…(Drinkers) Q3410 The following are statements, policies, or programs regarding alcohol. How strongly do you favor or oppose each of the items listed? (n=1,633)

11. Percentage of Americans Supporting…(Aware of Any Slogan vs. Not Aware of Any Slogan) 11 Q3410 The following are statements, policies, or programs regarding alcohol. How strongly do you favor or oppose each of the items listed? (n=1,909 for 11/2007) and (n=2,194 for 1/2009)

12. Slogan Awareness and Support For Restrictions Slogan Awareness and Support For Restrictions • For each of the restriction-oriented measures proposed, levels of support were very low overall. However, respondents who were aware of any Anheuser-Busch slogans were significantly less likely to support these measures than were those respondents not aware of at least one slogan. Q3410 The following are statements, policies, or programs regarding alcohol. How strongly do you favor or oppose each of the items listed? (n=2,194) Slogans listed: “Thanks For Drinking Responsibly”, “Know When To Say When”, “Responsibility Matters”, “We All Make A Difference”, “Family Talk About Drinking”, and “Prevent. Don’t Provide”